Purpose A clickbait is a deceptive headline designed to boost ad revenue without presenting closely relevant content …. There are numerous negative repercussions of clickbait, such as causing viewers to feel tricked and unhappy, causing long …-term confusion, and even attracting cyber criminals. Automatic detection algorithms for clickbait have been developed to address this …

. Therefore, click-bait detection and prediction of click-bait virality have become important challenges for social media … platforms to keep the platform click-bait free and give a better user experience. The purpose of this study is to try exploring … virality of a click-bait. Design/methodology/approach This study has used 17,745 tweets from Twitter with 4,370 click …